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In October, I had the opportunity to sit down (virtually) with Liz Harrison, Partner, McKinsey & Company, during ITSMA’s 27th annual Marketing Vision Conference. Liz and I discussed an array of topics related to the role of sales enablement B2B in a world of digital, remote, and hybrid selling.
In particular, we explored the role of marketing in enabling sales and where it’s heading.
Below is a brief (two and half minutes) clip of our 45-minute discussion. In this clip, you’ll hear Liz offer advice on how marketing can drive organization growth through sales enablement:
- While sales enablement does not need to live within marketing, marketing absolutely has to play a role.
- Marketing should be more involved in the strategic elements of sales enablement, such as developing value propositions and providing customer insights to best position your company’s offerings.
- Marketing should play a critical role in defining the ideal customer experience.
Take a look…
If you want more insights on how sales enablement is evolving with digital selling, check out some of our other content:
- Sales Enablement in a Hybrid World [Viewpoint]
(a 10-minute read that’s available at no cost to both members and non-members)
- Marketing Vision 2021: Fireside Chat with Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey
(a 45-minute video that’s available to all attendees of Marketing Vision 2021 and new sign-ups for on-demand access*)
- Sales Enablement for a new world of selling
(a 30-minute podcast episode from The Account Based Marketing Podcast)
*Note: If you want to view the replay of the full presentation from Marketing Vision 2021, please go to our On-Demand page for more details. If you registered for the conference, then you already have access. The on-demand content is free for members and a nominal charge for non-members.
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.